SEO Copywriting Snapshot – JivitaWellness, Part 2
As promised I’m back with JivitaWellness. I haven’t been able to figure out the techie side of this site just yet, but I wanted to make sure I gave you what you came to see — and that’s some SEO copywriting feedback! So here we go…
I’ve said it before and I’ll say it again, the foundation of any quality SEO campaign relies on keyphrase research. Choosing the right keyphrases for your pages can make or break your success in achieving top rankings. Jivita has included a keywords tag:
There are a few problems here. First,Â this tag isÂ the same on every page throughout the site, so there is no clear keyphrase strategy. Second, some of the keyphrases are too vague, like “trainer” — this could mean dog training, training bras, or any kind of fitness regime. The same holds true for “health” or “emotional” or “fusion.” These keyphrases do not clearly represent what the user might type into the searchÂ box of an engine when they’re looking forÂ personalized yoga classes.
How can they improve?
There are some free tools available to get them started in their keyphrase research.
- Wordtracker, for instance, lets you use a limited version of their software on a trial basis.
- Google Adwords keyword toolÂ lets usersÂ dig deeper to find possible keyphrases for their pages.
- Yahoo! and Google search assist: when youÂ start typing a keyphrase into the search box, a list will drop down of potential keyphrases that have beenÂ recently searched.
- Competition. Look to see which keyphrases the competition is using — but be careful. The competitionÂ may not have a savvy SEO strategy in place, so you don’t want to follow any bad habits. Still, it’s a good place to start your creative juices while brainstormingÂ a keyphrase seed list.
I cannot emphasize enough the importance of researching andÂ selecting the right keyphrases forÂ your site pages. Not only will those keyphrases go into the Meta keywords tag, butÂ you should generally selectÂ 2-4 specific keyphrases for each page and use them in the Title tag, Meta description tag and throughout the content as well.Â
Note: This is the editor in me coming out, but asÂ we’re talking about a Toronto-based company, they should follow The GlobeÂ and Mail Style Book, which means the comma goes on the inside of the closingÂ quotation mark.
Using keyphrases in the body copy
OnceÂ Jivita hasÂ researched andÂ selected the appropriate keyphrases for each page, they’ll want to gently sprinkle them throughout the body copy. But where? And how? Here’s a screen shot of the home page.
Headlines. The first headline reads “About Us” in plain font. This is a great opportunity to write a short, catchy headline that includes a keyphrase. The keyphraseÂ feeds the engines, and the “hook” pullsÂ the reader in to learn more.
Emphasized text. On this page you see that they’ve emphasized Jivita, Jivita Wellness, and CAREN COOPER. ButÂ those are likely notÂ the keyphrases people are searching to find their services. Instead, they might be searching for “yoga classes in Toronto” or “yoga at work.”
SEO Copywriting best practices.Â One point that jumped out at me is in the first two sentences. They start by explaining what “Jivita” means, and follow it with a benefit statement about what they do. Personally, I’d start the paragraph with the benefit statement, not only to quickly explain to the reader who they are and what they offer, but also to include a keyphrase or two at the beginning of the page copy.
Another suggestion for the home page might be to pull out the bio on Caren (and move it to a separate About Us page) and concentrate more on the solutions they’re offering to their clients. When people search online, they are looking for answers to their questions. For instance,Â this pageÂ mentions that they provide “customized health and fitness programsÂ directly to yourÂ home or workplace.” This could be fleshed out more to explain what kind of fitness (yoga, Pilates, meditation), and what kind of programs (class sizes, frequency, any other extra benefits that come with the “program”). Not only will this giveÂ Jivita the opportunity to work some keyphrases into the copy (feeding the engines), but it will also give the reader the detailedÂ information they’re seeking.
The good news is that JivitaWellness is nicely written, so these are quick and easy tweaks for them! Stay tuned for next week’s SEO Copywriting Snapshot … and until then have a fab weekend!